“I am a designer first, making a considerate choice – although not
everything I do is recycled or sustainable” explained Christopher Raeburn
to FashionUnited on his latest Spring/Summer ‘16 collection and ongoing
collaboration with Avery Dennison RBIS, retail branding and solutions
service. The award-winning London Fashion Week designer, best known his
remade, deconstructed and reworked designs crafted from surplus fabrics and
military garments, admits that he never really planned to focus on
sustainability but it has always been a huge part of himself and his work.
For his ‘16 ‘SARAWAK’ collection, Raeburn moved away from his traditional
military approach which focused on remade outerwear to created a softer,
more simple collection. Inspired by jungle of Borneo and female explorers,
the collection included a range of soft, crinkly silk dresses and skirts,
which were made with silk from Vanners, a unique British silk mill. Other
remade garments made from old parachutes saw Raeburn work together with
Avery Dennison to create flock designs and studs, which were applied using
heat to the garments.
Avery Dennison and Raeburn first started working together two years, after
they were introduced via the British Fashion Council. At first Avery
Dennison helped with the brand’s core branding and crafted recycled labels
made from yarn, but since then the relationship has grown to become an
ongoing collaboration. “For sure there are things we would have not be able
to do without the support of Avery Dennison, as we do not have access to
all the technological advancements they have,” said Raeburn.
“We’re developing completely new things we wouldn’t normally have done from
high-definition woven labels to different heat press techniques to core
branding solutions, looking at every stage of sustainability.” Avery
Dennison now works closely alongside with Raeburn to develop each
collection from mood board to design to showcase, exploring how
sustainability influences the brand. “At the same time the collaboration
also pushes us to try and outdo ourselves each season,” added the LFW
designer.
Part of the reason Avery Dennison is keen to continue its collaboration
with Raeburn is due to its 2025 sustainability goals, which include its
aims to use its innovation capacity to help labels like Raeburn minimize
its environmental impact. “As one of the world’s largest branding solutions
partner, our role is to have a world-class, insights driven portfolio that
will help drive the garment of the future,” commented Amy White, vice
president of Global Branding Solutions for Avery Dennison.
But for Raeburn, the collaboration is more than just a way to help elevate
his brand. “I graduated back in 2006 when there weren’t any dedicated
courses focusing on sustainability, although it has always been part of my
collections,” he explains. “But I think that everyone has an obligation to
think about what they are consuming and why and my collection is one way of
doing so.”
“I am excited for the future. After working together for a while you really
are able to develop an understanding and feel for each other and I hope
this understanding we have continues.”
Image Credit: Emmi Hyppa for CFE